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Nottinghamshire BID approached us to devise a print, OOH & social media hate crime advert to promote their new open for pleasure ‘charter’ in the city and with a specific focus on the night-time economy.
They were working closely with Nottingham Police Force who were aware of the successful hate crime advertising campaign we created for Surrey Police and required something just as impactful.
The Client Nottingham BID is the Business Improvement District and were looking for a unique and powerful visual message that would complement their new hate crime ‘charter’ in the city. The campaign needed to highlight three core messages:
a) hate crime is not acceptable and is not tolerated in the city
b) how victims could confidentially report the crime
c) that Nottingham is a safe city to visit & enjoy
The hate crime campaign featured a series of four advertisements, each one depicting a different aspect of enjoying a night out in Nottingham: Drink, Food, Entertainment & Travel.
Nottingham BID wanted us to focus the message specifically on the night time economy (NTE) which would cover pubs, clubs, restaurants, gigs, takeaways etc
The advertising campaign required us to:
a) create and develop a design concept for their ad campaign.
b) to establish a new brand that would encapsulate the hate crime charter throughout the city.
c) to roll out a number of marketing assets which would include:
– advertising (to appear both in print and digitally)
– posters (to be seen at bus, train and tram stations)
– leaflets (which would be provided to over 300 venues)
– social media campaign (focusing on 18-24 yr olds)
– website landing page (feature the reporting information)
For the brand logo, we had chosen to use the phrase NO PLACE FOR HATE as a main message. This phrase has been a common theme for hate crime advertising up and down the country and, as we felt it was very powerful as is, there was no need to ‘reinvent the wheel’ here.
Furthermore, we made the decision to utilise this phrase as part of the campaign brand logo. Here, we styled the words and placed within an open, square frame with corners acting as outwards arrows to depict the ‘four corners of the city’.
The gaps between the arrows and well as the green colouring both promoted the accessibility of the city.
The Creative Concept
With such a strong brand message, we felt this would work best if it was styled onto a product within the hate crime advert. And, furthermore, we made the decision to create four separate advert designs as part of the whole campaign.
Each one depicting a different NTE venue type and each benefitted from the same strapline: Everyone is Welcome in Nottingham. There were four advertisements within the hate crime advertising campaign and each depicted a different aspect of the night time economy:
‘Drink‘: focusing on pubs & clubs
‘Food‘: focusing on restaurants
‘Music‘: focusing on live events
‘Travel‘: focusing on transport in & out of the city
‘Drink‘ was the lead advertisement of the campaign. This depicted the No Place For Hate message restyled as a beer brand and positioned on a bar’s beer hand pump. Simple, clever and effective.
Coinciding with National Hate Crime Awareness Week, a Facebook reach campaign was launched to promote the No Place For Hate message to 18-24yr olds across the city and linked back to their web reporting page.
The Facebook campaign had been set up as a 5 tile carousel to run for 4 weeks non-stop and with the initial tile swapping at the start of each new week.
This campaign was a pleasure to work on and we are very proud to have been able to support another organisation with such an important message.